Social Post Engagement Benchmarks for Facebook, Instagram and Twitter

According to a study by Socialinsider, the average engagement rate per post in 2020 was much higher on Instagram than on Facebook and Twitter.

The report was based on the analysis of engagement data (likes, comments, reactions, shares, retweets, etc.) related to 22 million posts on Instagram, Facebook and Twitter in 2020. The posts were written by organizations in 35 industries. The researchers compared the results with 2019 data to identify year-on-year trends.

The average engagement rate per post on Instagram was 1.16% in 2020, compared to just 0.27% on Facebook and 0.07% on Twitter.

Engagement rates for Instagram posts

Organizations in the politics, education, and airlines categories had the highest average engagement per post on Instagram in 2020.

Average Instagram engagement per post by industry

Facebook post engagement rates

Politicians had the highest engagement rate per post on Facebook on average in 2020.

Average Facebook engagement per post by industry

Engagement rates for Twitter posts

Politicians also had the highest engagement rate per post on Twitter on average in 2020.

Average Twitter engagement per post by industry

About research: The report was based on the analysis of engagement data (likes, comments, reactions,
Shares, retweets, etc.) related to 22 million posts on Instagram,
Facebook and Twitter in 2020. The contribution has been made by organizations in 35 years
Industry sectors. The researchers compared the results to the 2019 data with
Determination of the trends year-on-year.

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